The Index, our monthly brand & retail tracker, shows a meaningful shift in behaviour of fashion shoppers in the lead up to Christmas.
There was a shift away from high street shopping with 40% of consumers shopping this format in the prior three months (polling took place during November/December 2019, which was down from 42% over the prior month.
Whether this trend continues will be something we will closely monitor, along with consumers’ stated preference on where they like to buy clothes. In our November study, published just before Christmas a healthy 56% of consumers said they preferred to buy clothes in retail stores. This time it has slipped to 52%.
The timing of our study, in the lead up to Christmas, may account in part for this as consumers are unenthusiastic about hitting the stores when they are likely to by their busiest but we will be tracking it to analyse whether it is a meaningful long-term trend.
The Index is updated every month to enable brands, retailers, suppliers and industry watchers to track the shifts in consumer behaviour as they happen. It is made up of a nationally representative survey of 2,000 British fashion consumers, all of whom have shopped for fashion in the prior three months.
For more intelligence and insight download the study below and be sure to check our Part 2 of our report in which we track the performance of and sentiment towards 2,000 of Britain’s best known fashion brands and retailers.
Download Part 1 of The Index below.
The Index is produced in proud partnership with Klarna.